Work of the Year

Immersive Assessment Event
By Penna for KPMG

A digitally-created virtual office environment utilising the latest video-game animation and rendering techniques, candidates completed job simulation exercises at KPMG's assessment centre. A sophisticated back-end functionality to the online experience scored the candidates directly against the competencies, as well as recording all results and data, thus helping ensure the very best candidates were selected.

"Admirable in its efforts, experience and results. Demonstrating a true client-agency partnership. So much work went into this to get it right."

Print Advertisement - Public Sector

Hampshire Fire and Rescue - Break into the fire service
By Penna for Hampshire Fire and Rescue

An ad aimed at attracting those who wouldn't necessarily consider a career in the fire service, but who had the transferable skills and the passion that could make a big success moving into the public service.

"A traffic-driving ad that was clear and attracted attention. Good value which delivered great results."

Print Advertisment - Commercial

McCann Birmingham - The List
By McCann Birmingham for McCann Birmingham

By listing specific names, drawn from winners of recent award shows, the aim was to be outrageous, for the ad to be noticed and then lead to conversations. They expected those named would be flattered and would hopefully get in touch. And for those not named, they wanted them to be inspired to prove that they should have been on 'The List.'

"Shows a real understanding of the target audience that challenged the status quo. A perfect example of precision marketing. A great motivator and very, very original."

Digital Marketing

Zizzi - Talent in You
By andsome for Zizzi

Zizzi used a banner space to its maximum potential by creating a 'mini' microsite where the banner became totally interactive in its own right. It linked to the pages of the campaign site - as well as linking it to the dedicated twitter and Facebook pages. Incorporating video, it also promoted life as a chef at Zizzi.

"A website within a banner – ingenious."

Ambient/Outdoor

Graduate Fashion Week
By People People Communications/Work Communications for George

As headline sponsor of Graduate Fashion Week, George's 'growing fashion talent' stand gave students a feel for the George culture and a flavour of a working life inside it. It achieved excellent results and media coverage through activities, including 'Vote for your favourite GFW designer' and live Q&A's.

"A beautifully executed stand and its brave placement reaped rewards."

Audio Visual/Broadcast

Creative Journeys
By TMP Worldwide for Jaguar Land Rover

An artist working with remote-control cars was filmed as he painted four scenes portraying the scale of Jaguar Land Rover's ambitions (the whole world) and capital cities in three of its key emerging markets. He painted with miniature Jaguars and Land Rovers, so the resulting images were literally created by the journeys taken by the client's products.

"Stunning, with truly world-class camera work."

Recruitment Literature

Look Book
By SMRS Limited for adidas

Using a mixture of original, Group-created and stock photography the 'Look Book' got people thinking, got them talking, and gave a real understanding of the motivations of the people behind the brands. Candidates could identify whether the unique feel of working within the Group was truly for them.

Beautiful, engaging, interesting, informative and stunning. Totally on-brand.

Employee Communications

Going Local
By ThirtyThree for National Trust

The aim was to create a piece that would communicate a complex strategy document ('Going local') to a wide audience. A combination of live action, stop-motion, 2D/3D animation and compositing was premiered at a senior leadership conference. It received universal acclaim.

An excellent execution of conveying complex information in a simple way. Clear visuals and good navigation contributed to its effectiveness.

Campaign Site

Talent in You
By andsome for Zizzi

The site invited candidates to take part in a quiz to identify what type of 'Zizzi Person' they were. Each personality trait was illustrated using one of Zizzi's 'Fresh Talent' artists so that the site worked in harmony with the consumer brand.

“This campaign site won through its engaging content, clear functionality delivering great results and longevity. ”

Employer Website ≤£50K

www.itvjobs.com
By ThirtyThree for ITV

Using images and video footage of real graduates as ambassadors of the graduate site, together with messages like 'Explore the possibilities' across all collateral. The site was made as easy as possible to navigate and also mobile friendly, so graduates could immediately find what they were looking for, whenever and wherever they were.

“Very engaging content with parallax scrolling demonstrating a real understanding of audience. A very high standard site which demonstrates you can deliver quality at a cost effective price. ”

Employer Website >£50K

Sky Graduates
By SMRS Limited for Sky

Using images and video footage of real graduates as ambassadors of the graduate site, together with messages like 'Explore the possibilities' across all collateral. The site was made as easy as possible to navigate and also mobile friendly, so graduates could immediately find what they were looking for, whenever and wherever they were.

“A great use of video which helped give a real insight into Sky. ”

Employer Brand

Asda - Employer Brand
By Work Communications/People People Communications for Asda

Through extensive research, a deep-rooted insight into working at Asda was summarised simply as: Adventure, Sole Purpose, Development, Altogether. The employer brand dovetailed with consumer brand, for every colleague at Asda: 'Every Day Matters'.

“A really powerful piece of work. Using research to portray a compelling message which resulted on a huge impact on retention. Very emotive; hugely inspirational.  ”

Graduate Campaign

What will your advice be?
By McQueen for Grant Thornton UK LLP

The aim was to differentiate themselves from the 'Big 4' and all other recruiters, by allowing trainees to speak for themselves. The campaign consisted of a website, brochure, social media, third party advertising and onsite at campus. It invited engagement from the target market and conveyed the personality of the firm, thereby encouraging self-selection.

“A compelling and courageous campaign that made Grant Thornton stand out in a crowded market. ”

Emerging Talent Campaign

ITV Experience
By andsome for ITV

This was the first work experience campaign run purely through social media and managed 24/7. Facebook enabled ITV to deliver information om all aspects of the work experience scheme - including testimonials, videos and hard facts.

“An innovative idea used to excellent effect. What was admirable was the high level of community management involved in the project. ”

International Campaign

Link up
By aia worldwide for Linklaters

A global campaign, including bespoke brochures for the UK, Luxembourg and Hong Kong. A global brochure included a pocket for countries to add specific information. Global exhibition and banner stands were used at events across the globe. In addition, a Dutch-language site for the Amsterdam office worked alongside the UK site.

A very slick, very creative campaign with great localised content. An extensive international solution, rolled out in local languages, made this campaign truly international."

Best Campaign

Talent in You
By andsome for Zizzi

Zizzi used a fully integrated campaign of posters, poaching cards, MPUs on jobsites, Facebook adverts, a Facebook page, Twitter and a dedicated microsite plus mobile site. Elements were used to enhance the candidate experience and engage potential applicants in conversations - allowing them to get a feel for the culture of Zizzi.

"A great looking campaign which was intelligent, innovative and integrated."

Best Use of Social Media

ITV experience
By andsome for ITV

The structured 'ITV experience' campaign was promoted to individuals solely through social media - using only Facebook and Twitter. Twitter being the attraction driver; Facebook was the community home - enabling ITV to deliver all the information of the scheme - including testimonials, videos and hard facts.

"A great way to engage with future talent – ITV really threw everything at trying to reach out to youth in an engaging way. Using media creatively they ticked every box."

Best Use of Mobile

World & Social World
By Wave for YHA

YHA Social World was the first employer social networking to be unmoderated and available to all. With simplicity of design, employees were able to chat, engage, upload photos/videos and share experiences in much the same way they do on Facebook from their mobile.

"A great way to link young youth workers together, using the familiar channel of social networking. This excellent use of mobile felt like a natural extension of the campaign, rather than mobile for mobiles sake."

Innovation

Immersive Assessment Event
By Penna for KPMG

A digitally-created virtual office environment utilising the latest video-game animation and rendering techniques, candidates completed job simulation exercises at KPMG's assessment centre. A sophisticated back-end functionality to the online experience scored the candidates directly against the competencies, as well as recording all results and data, thus helping ensure the very best candidates were selected.

"Demonstrates what is clearly a very much client-agency partnership. Superb concept with great attention to detail.